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- W4312777654 abstract "This study seeks to examine the influence of storytelling strategies on individuals' attitudes and purchase intentions. Seven storytelling strategies were classified as dimensions, which served as a starting point for storytelling design and studying its impact on individuals. In this research, it is assumed that storytelling strategies positively influence attitude and purchase intention. Methodologically, the research adopts a causal-comparative approach. Accordingly, two hypotheses were tested through design and comparison of two scenarios with and without storytelling strategies. Analyses confirmed the study's hypotheses." @default.
- W4312777654 created "2023-01-05" @default.
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- W4312777654 date "2022-05-27" @default.
- W4312777654 modified "2023-09-27" @default.
- W4312777654 title "The Influence of Storytelling Strategies on Attitude and Purchase Intention" @default.
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- W4312777654 doi "https://doi.org/10.4018/978-1-6684-3436-9.ch006" @default.
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